Guest Post by:
Jerry D. Sevier, Founder
ExamShout Mobile Certification Study Solutions
A division of Gensev, Inc.
Customers are more than just a figure in your sales log. Many companies have learned that they are an incredible resource for information. They can tell you when you aren’t doing the right thing or validate you are, in fact, moving in the right direction. However, I have recently discovered they can do even more. The simple act of reaching out to your customer base to honestly CONNECT can have profound results.
Before I get too involved, I’d like to take a moment and thank Scott Cooksey for the opportunity to make this guest appearance on CookseyConnects. I have known Scott for over fifteen years as he and I worked together in what was my first professional job in the Information Technology (IT) industry. Today, I own a successful business that sells mobile applications for devices like Android and iPhone. [No “thanks” necessary, Jerry! You are certainly WELCOME and I offer you many congratulations on your continued success! – Scott]
Since moving away from that small Oklahoma town where we first met, we’ve each been busy learning our life-lessons and establishing our careers. I had, for many years, a very successful consulting career providing software development services to many Fortune 500 companies all over the country. To put it simply, companies paid me a lot of money for what was, in essence, my opinion on strategy, direction and design on things like e-commerce and enterprise computer systems.
About two years ago, my wife asked me a pretty innocent question: “If you can help these companies make millions of dollars, why can’t you do that for yourself?” Little did we know, this simple question would change our lives forever. Since then, we have formulated a small consulting company that specializes in Mobile/Smart Phone applications. I figured, with all of my experience, ability to program, and such a thorough understanding of the industry, how could I fail, right?
We did everything by the book. We created the business plan, I researched our target market, I studied my competition and formulated a design for our software. I added many features that our competitors had “overlooked”. Because of this, what should have been a three month development cycle was dramatically extended. We launch almost a year later than expected.
Upon the software release, sales were very disappointing. Just like I learned as a consultant, I went back into business mode, modified our software design, and released a much-improved update. Still, sales were flat. I was frustrated and we were looking at losing everything we had invested in a venture that was clearly heading towards failure.
Out of desperation, I decided to ask my customers directly for their input. Instead of drafting some fancy e-mail campaign, I printed off a customer list and spent an entire week doing nothing but sending a personalized email to each and every one of the people who had purchased our program. As one then another responded, I’d immediately write them back. Before I knew it, I had an open dialog with dozens of our customers. I made responding to them my number one priority. Many of them were shocked that I would respond within minutes even at 2:00 am.
All while I was working with the customers, I was formulating how we could revamp our marketing strategy. We could do this… we could do that. Here’s how we could change our software. My mind was busy putting together the strategy. Then, something remarkable happened.
Sales began to explode! We were seeing sales at a rate we had never imagined.
But wait! We hadn’t done anything yet! How were sales skyrocketing before we’d made any real changes?
I am ashamed to say, it took me a bit to realize what had happened. It turns out, when I reached out and connected with my customers, I had unknowingly provided them with a feature that none of my competition had… a two-way relationship. Their input mattered, I did my best to change what I could and explain what I couldn’t. In exchange, they began to tell their friends about us, and a process was born that spread like wild-fire.
Customers are not just those statistics that you read on the daily sales log. They are real, hard working people like you and me. If you can reach out, develop a real conversation, you can empower them. And, more often than not, that new power will be used to help you take your business to the next level.
To this day, I attempt to send a custom, personalized letter to each and every one of my customers. While this is becoming more and more difficult to keep up with due to our new found success, it is a process I will never stop.
As a final note to each of you reading this: If you work in a service oriented industry, I challenge you to reach out to some of your customers and/or clients today and honestly ask them for their input, suggestions, and comments. I promise, the harder you work to respond to them, the more success you will find.
Thank you and happy connecting!